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Although Black Friday has hit the headlines more often, the UK's biggest day for safe shopping online is thought to be Cyber Monday, according to a study from the Centre for Retail Research. The National Retail Federation, which had foretold strong holiday sales helped by improving consumer faith, said on Friday that fair weather across much of the nation had also helped attract customers into stores. They spent about 25 percent more than the average shopper. Overall, shoppers spent an average $335.47.

The industry group reiterated its expectation for retail sales to rise 3.6% to 4% in November and December and said on a media call the long weekend was consistent with its seasonal projection though it would not say how the weekend fared versus last year's, citing a change in methodology, including the inclusion this year of Cyber Monday.

According to new data compiled by Adobe, Apple also enjoyed huge sales on Cyber Monday, a day which, when the final figures come in, may soon hold the crown for the "largest online sales day in history with $6.59 billion" worth of transactions.

The kickoff to the holiday shopping season is a now a five-day affair of discounts and perks - and nicknames, stretching through Black Friday into Small Business Saturday and finishing on Cyber Monday.

Early Black Friday results suggest a comparable performance. "Consumers are also becoming more savvy and efficient online shoppers".

"You did see the expected surge in online shopping and the fact that Cyber Monday was a record day doesn't surprise anybody", Stern said.

Adobe Analytics measures 80 percent of online transactions at 100 major USA retailers.

Meanwhile, a record $5.03 billion was spent online during Black Friday, an increase of 17 percent when compared with previous year, according to Adobe. But the firm added the decline in traffic was less than 1 percent on Black Friday, evidence that stores still remain an integral part of the busy shopping period.

When it comes to factors retailers can control, Shay says this year "Retailers have invested heavily in experience and tech... and saw those investments gain traction and pay off". The average order value (AOV) of a Cyber Monday purchase was $103, down from $106 in 2016, and $10 less than the AOV of Black Friday purchases. But we're certainly encouraged that we're starting off from a position of strength. E-commerce continued to be a focus for retail marketers on Black Friday, as 57% of the top 100 offers on RetailMeNot were online-only.

Retailing for $299.99 across online retailers, Adobe's Digital Insights Initiatives reveals that the Nintendo Switch became Black Friday 2017's best-selling product online throughout all online retailers' available product sections.

More than 64 million consumers shopped both online or in stores over the Thanksgiving weekend period, even as about 58 million shopped online only and about 51 million shopped in stores only.